On Trend, with Nicola Cooper

NICOLA COOPER’S JOURNEY HAS BEEN A BROAD AND DIVERSE ONE, ACROSS A MULTITUDE OF DIFFERENT FIELDS.

HOWEVER, THE GOLDEN THREAD THAT TIES EVERYTHING TOGETHER IS THE QUEST TO UNDERSTAND HUMANS, CONSUMERS, IDENTITY FORMATION, AND SUB- AND COUNTERCULTURES.

“I have always been innately curious for as long as I can remember,” says Cooper. “I loved information and would always be immersed in a book. I started reading advanced content from a young age, often tapping into my father’s bookshelf.”

As an adult, the term ‘forecaster’ didn’t really exist or, rather, not much was known about it. “It wasn’t until I was in my twenties that I knew that this is what I wanted to do. I had been doing it for most of my career, but there just wasn’t a name for it.” Cooper says it took some time – and a fair amount of hard work – to get to where she is today. “As an academic, I didn’t want to label myself until I knew I had the skills to back it up.”

“If you don’t have a seat at the table, bring your own chair”

When asked about what a typical day as a trend analyst looks like, Cooper’s response is that it’s “pretty unspectacular”. “I immerse myself in information from the time I wake up. I start my day with a reading and select a ‘morning mantra’ that resonates with me and then share it on social media.”

With multiple projects on the go - running her own trend research, analysis and strategy firm Nicola Cooper � Associates and taking the role of in-house trend researcher at 99c - she is generally quite busy. “I’m usually researching, listening to music or a podcast. As an information junkie, this is heaven to me. I have a diverse list of clients and jobs, so I am constantly learning something new through research.” Having a client-facing role in her business, she also often attends meetings and makes time to meet new and interesting people. “I always make time for this,” she enthuses.

When it comes to personal time, though, unwinding is the only forecast. “I go to dance classes most evenings. For me, it’s vital I am constantly reminded of the far way that we still to have something that helps me to ‘not think’ for at least an hour have to go. I think we need to accept that if we want a day. I also spend time with my dogs (Bowie change, we have to and Jimi.Bear) and most nights I fall asleep manifest it, we have to to some form of documentary.”

Weekends are rarely planned for this formidable female, unless it’s fashion week. “At present, I am tagging along with a few photographer friends to learn the technicalities of lighting. This also lets me explore a little more of Cape Town, since I am new to Western Cape.”

Commenting on any noticeable trends in terms of women innovating in Africa, Nicola says one of the most predominant trends she is seeing is the rise of women-owned businesses. “Forty percent of all small South African businesses are owned by women. Globally, women are opening five times the number of businesses than men. As a feminist who was raised by a female entrepreneur with a supportive husband, this is something that genuinely makes me happy. It indicates the drive and logical, creative and intellectual minds of females, not only in South Africa, but also the world.”

Being a woman in business in the current landscape of callout culture, the MeToo movement and fourth-wave feminism is greater cost to me. It is not easy to do what is right, and impact this is having in marketing, advertising, product development and business as a whole.”

Her advice to other women takes the form of a quote by Midy Aponte, which likely referenced persons of colour or immigrants in America, but which Cooper finds incredibly applicable to women: “If you don’t have a seat at the table, bring your own chair.” use our smarts, skills, talents and intelligence to create it.”

A few years ago, Cooper fired her first client for creating a discriminatory environment in which they disempowered and insulted her in a way they would have never even entertained if she were a man. “I realised then what I would and would not tolerate for money, the damage aligning my business with theirs could bring and, if I accepted this behaviour, that I was enabling the continuation of it.

It was a tough choice, but it would have come at a interesting to Cooper. “I’m really enjoying tracking the trajectory but sometimes, it just needs to be done.”